Innovative Concrete Technology

What Innovative Concrete Technology does

Innovative Concrete Technology (ICT), founded in 1996 and headquartered in Lakeland, Florida, is a US specialty chemical manufacturer focused on water-based concrete coatings, sealers, and surface preparation products for the decorative concrete and hardscape trades. The core product portfolio centers on two sealer families: Ure-Seal H₂O, a two-part water-reducible crystal clear urethane sealer offered in standard and Next Gen formulations (the latter with 56.5% combined solids content), and Color Seal H₂O, a 100% non-blushing self-crosslinking acrylic resin color sealer offered in H₂O Pro and H₂Cool variants (the latter using solar infrared-reflective pigments to reduce surface temperature and color fade). The portfolio is rounded out by the "Total" surface preparation line (Total Prep, Total Klean, Total Etch & Clean, Total Quick Strip, Total Wash, Total Rust Eraser), color additives (Ure-Shades, Water Shades, Color Fast), slip-resistant additives (Texture-EEZ 3500, Diamond Dust, Extreme Grip), specialty sealers (Water Shield H₂O, Stone Show, WET!, Crystal Coat SB), overlay systems (Deck Mix, Stamp It 4000), and concrete modifiers (Liquid Resin, Prime It, Slow Set, Fast Set, Liquid Steel). All products are manufactured in the USA at the Lakeland facility and a recently integrated Pompano Beach facility (Surfacelogix).

The company operates a multi-channel go-to-market model. The primary route is an authorized distributor network that includes Sherwin-Williams, PPG Paints, SCP Distributors, Heritage Landscape Supply Group, Gorman Company, Florida Paints, Superior Pool Products, and independent distributors; a direct e-commerce storefront on innovativeconcrete.com adds a secondary channel with next-business-day fulfillment and Lakeland warehouse pickup. Pricing is unit-based hardware sales, ranging from roughly $18 (Diamond Dust) to $523 (Ure-Seal H₂O Next Gen 4-gallon kit), with wholesale pricing available through authorized distributors and contractor pricing on application. Three customer segments are addressed: professional contractors (primary, supported through the ICT Rewards Program, free in-person training events, and contractor-specific pricing), distributors (channel partners), and DIY homeowners (top-of-funnel via how-to video content in English and Spanish, blog, and social media).

In February 2026, Cleveland-based private investment firm Elvisridge Capital formed Surface Innovation, a new operating platform consolidating ICT and Surfacelogix under a single company structure while maintaining both brands' distinct product lines, enabling shared resources including a unified sales organization, coordinated product development, and combined manufacturing operations. ICT is privately held with 11-50 employees, serves US customers only, and operates without disclosed public revenue figures.

Name

Innovative Concrete Technology

Legal name

Innovative Concrete Technology

Website

https://innovativeconcrete.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Innovative Concrete Technology (ICT) is a Florida-based US manufacturer of water-based concrete sealers, color coatings, and surface preparation products serving professional contractors, decorators, and DIY homeowners in the decorative concrete and hardscape markets, sold through national distributors and direct e-commerce.

Ownership category

akta.pro rank

Product category

Concrete Coatings & Sealants

NAICS

Cement and Concrete Product Manufacturing (3273)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851), Adhesives & Sealants (2891)

akta.pro primary industry

Concrete & Masonry Coatings (IMADAKAE)

akta.pro secondary industries

Concrete/Brick/Stone Sealing (Masonry Sealants) (HSAGADAH), Concrete Repair, Sealing & Waterproofing (Coatings/Membranes) (IMAIAKAK)

Keywords

• Decorative concrete sealers
• Concrete surface coatings
• Hardscape sealants
• Urethane concrete sealers
• Surface preparation products

Headquarters

HQ city

Lakeland

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Product Sales: Manufactures and sells concrete coating, sealing, and surface preparation products. Revenue generated from one-time product purchases across multiple product categories including sealers, color additives, texture coatings, cleaners, and tools. Products sold in various unit sizes (1 gallon, 5 gallon) with pricing ranging from approximately $18 to $523 depending on product type and size.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Innovative Concrete Technology manufactures and sells water-based, environmentally friendly concrete and hardscape coating, sealing, color, and surface preparation products — including urethane sealers (Ure-Seal H₂O line), acrylic color sealers (Color Seal H₂O with H₂Cool technology), slip-resistant additives, natural stone sealers, concrete overlays, admixtures, and Total-branded cleaners/strippers — sold primarily through authorized distributors and direct e-commerce to professional contractors and DIY homeowners across the United States.

Product overview

Innovative Concrete Technology (ICT) offers a comprehensive suite of concrete and hardscape coating products designed for professional contractors and DIY applications. The product portfolio centers on two primary sealer families: Ure-Seal H₂O (clear urethane sealers in standard and Next Gen formulations) and Color Seal H₂O (colored acrylic sealers available in H₂O Pro and H₂Cool variants with solar IR reflective technology). Supporting these core products are color additives (Ure-Shades, Water Shades, Color Fast), surface preparation products under the Total brand (Total Prep, Total Klean, Total Etch & Clean, Total Quick Strip, Total Wash, Total Rust Eraser), and application tools (Chip Brushes, Roller Covers, Roller Frames). The product line also includes specialty products such as Stone Show natural stone sealers (H₂O Invisible and Nano Enhancer), Texture-EEZ 3500 slip-resistant coating, Water Shield H₂O penetrating repellent, overlay systems (Deck Mix, Stamp It 4000), and concrete modifiers (Liquid Resin, Prime It). ICT primarily serves the decorative concrete and hardscape markets including pool decks, patios, driveways, walkways, and natural stone surfaces.

Differentiator

Problem solved

Functional benefit

Brands

• Color Seal: Professional's choice in water-based color sealers, a unique blend of 100% non-blushing, deep-penetrating, self-crosslinking acrylic resin.
• H2Cool Technology
• Ure-Seal
• Water Shield
• Stone Show
• Texture-EEZ 3500

Products and services

• Ure-Seal H₂O Clear Urethane Concrete Sealer Two-part, environmentally-friendly, water-reducible crystal clear urethane sealer for protecting and enhancing concrete and hardscape surfaces. Available in Gloss, Mid-Gloss, and Natural finishes with UV-resistant, non-yellowing properties and abrasion/chemical resistance; priced from $130.00 (1 Gallon 2-Part Kit) and $485.00 (5 Gallon Kit).
• Ure-Seal H₂O Next Gen High-Performance Urethane Sealer Advanced two-part crystal clear urethane sealer with 56.5% combined solids content for high gloss finish, color enhancement, and high chemical resistance. Suitable for interior and exterior residential and commercial applications; $523.00 (4 Gallon kit).
• Color Seal H₂O Color Acrylic Sealer Water-based color sealer of 100% non-blushing, deep-penetrating self-crosslinking acrylic resin, available in H₂O Pro and H₂Cool (solar IR reflective pigments) variants. Designed for pool decks, patios, walkways, and driveways; starting at $66.00.
• Crystal Clear H₂O Clear Acrylic Sealer Water-based clear acrylic sealer formulated from 100% acrylic resins providing resistance against water, alkalis, acids, UV rays, and staining; starting at $60.00.
• Crystal Coat SB Solvent-Based Concrete Clear Sealer Solvent-based concrete clear sealer providing durable protection for concrete surfaces.
• Ure-Seal H₂O HV High Viscosity Urethane Sealer High viscosity urethane sealer specifically formulated for porous pavers and similar surfaces requiring deeper penetration.
• WET! Ready-to-Use Wet Look Concrete Sealer Ready-to-use wet look clear sealer specially formulated for concrete pavers that seals, protects, stabilizes, and color enhances in one application.
• Texture-EEZ 3500 Slip-Resistant Concrete Texture Coating Slip-resistant textured coating for concrete surfaces providing safety and aesthetic enhancement for residential and commercial applications; from $82.00.
• Water Shield H₂O Penetrating Water & Stain Repellent Water-based, penetrating water-repellent creating a hydrophobic barrier for properly prepared concrete, masonry, and roof tile surfaces while allowing full breathability.
• Stone Show H₂O Invisible Water-Based Natural Stone Sealer Breathable, water-based natural stone sealer and water-repellent for natural stones, concrete, and masonry surfaces.
• Stone Show Nano Enhancer Solvent-Based Natural Stone Sealer Solvent-based natural stone sealer providing visual enhancement and protection for natural stone surfaces.
• Sure Grip H₂O Concrete Bonding Primer Self-crosslinking epoxy bonding primer that improves adhesion of paints and stains to dense, bare, or painted concrete surfaces. Water-based and VOC compliant in all 50 states.
• Deck Mix Concrete Overlay System Concrete overlay system for resurfacing and beautifying new and weathered concrete floors.
• Stamp It 4000 Decorative Concrete Overlay Decorative concrete overlay system designed for stamping applications to create textured, patterned concrete surfaces.
• Ure-Shades Concrete Color Additive Concrete color additive designed to enhance Ure-Seal H₂O with rich, lasting color for pavers and decorative concrete surfaces.
• Water Shades Semi-Transparent Concrete Stain Semi-transparent concrete stain for achieving color enhancement on concrete surfaces with a natural, penetrating finish.
• Color Fast Liquid Concrete Color Additive Liquid concrete color additive for integral coloring of concrete mixtures.
• Diamond Dust Slip-Resistant Concrete Additive Slip-resistant additive for concrete surfaces to enhance traction and safety when mixed with sealers; from $18.00.
• Extreme Grip Slip-Resistant Topical Broadcast Topical broadcast slip-resistant additive that helps reduce slipperiness on coated surfaces when wet, used with Ure-Seal H₂O sealers.
• Liquid Resin Acrylic Cement Modifier Acrylic cement modifier that increases flexibility and strength of concrete mixtures for enhanced durability.
• Prime It Concrete Primer & Admixture Concrete primer and admixture for preparing surfaces and improving coating adhesion.
• Release It Concrete Liquid Release Agent Liquid release agent for concrete stamping and decorative applications to prevent sticking and improve mold release.
• Liquid Steel Epoxy Concrete Crack Repair Gel Epoxy crack repair gel for filling and repairing cracks in concrete surfaces.
• Slow Set Liquid Concrete Retarder Liquid concrete retarder for slowing the curing process of concrete to allow for extended working time.
• Fast Set Liquid Concrete Accelerator Liquid concrete accelerator for speeding up the curing process of concrete for faster project completion.
• Total Prep Efflorescence Remover Efflorescence remover for cleaning and preparing natural stone, concrete, and masonry surfaces before sealing.
• Total Klean Surface Cleaner & Degreaser Surface cleaner and degreaser for removing grease and oil contaminants that can prevent sealers from properly adhering.
• Total Quick Strip Paint & Coatings Stripper Paint and coatings stripper for removing old coatings from concrete surfaces prior to resealing.
• Total Etch & Clean Concrete Etching & Cleaning Product Etching and cleaning product for opening the profile of dense concrete surfaces to allow better penetration of sealers.
• Total Wash Equipment Cleaner Equipment cleaner for maintaining tools and application equipment after use.
• Total Rust Eraser Rust & Stain Remover Rust and stain remover for concrete surfaces to address iron oxidation and discoloration.
• Chip Brush (Application Accessory) 2-inch chip brush for precise application of concrete coatings and sealers.
• Paint Roller Covers (Application Accessory) Roller covers for smooth, professional application of concrete sealers and coatings.
• Paint Roller Frames (Application Accessory) Yankee roller frames for use with roller covers in concrete coating applications.
• Concrete Slide Sealer Kit with Ure-Seal H₂O Next Gen Technology Complete sealing kit for concrete slides incorporating Ure-Seal H₂O Next Gen high-performance urethane sealer technology.

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and major.

• SurfacelogixcoreStrategic or Co-development Partner · 21 February 2026Surfacelogix has been unified with ICT under the Surface Innovation operating platform. Manufacturing continues at Surfacelogix's expanded Pompano Beach, Florida facility. The unified structure enables shared resources including a unified sales organization, coordinated product development, and combined manufacturing operations.
• Sherwin-WilliamsmajorChannel Partner/ Reseller/ DistributorMajor national paint and coatings retailer carrying ICT products at multiple store locations across the United States.
• PPG PaintsmajorChannel Partner/ Reseller/ DistributorNational paints and coatings company with multiple retail locations distributing ICT concrete sealing products.
• SCP DistributorsmajorChannel Partner/ Reseller/ DistributorMajor distributor of pool and hardscape products with locations across the United States carrying ICT product lines.
• Heritage Landscape Supply GroupmajorChannel Partner/ Reseller/ DistributorLarge landscape and pool supply distributor with locations in Florida, Texas, Georgia, and other states distributing ICT products.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Prosoco: Manufacturer of concrete and masonry sealers, densifiers, and protective treatments sold through architectural and distribution channels. Closely overlaps ICT's Water Shield H₂O and Stone Show natural stone sealer lines.
• Quest Building Products: Manufacturer of decorative concrete coatings, overlays, and sealers with comparable chemistries and contractor channel. Overlaps with ICT's sealer, overlay, and surface preparation product families.
• Euclid Chemical: Manufacturer of concrete sealers, coatings, admixtures, and repair products serving contractors and distributors. Comparable to ICT in concrete sealers, bonding primers, and crack repair products.
• Versatile Building Products: Manufacturer of decorative concrete coatings, sealers, and overlay systems sold through distribution and direct channels. Closely comparable product portfolio and contractor customer base to ICT.
• Butterfield Color: Manufacturer of decorative concrete colorants, stains, sealers, and overlays serving similar professional contractors and decorative concrete distributors. Direct overlap with ICT's Color Seal H₂O, Ure-Shades, and overlay systems.
• Solomon Colors / Brickform: Manufacturer of concrete colors, stains, sealers, and decorative concrete products under the Brickform brand. Competes with ICT in color sealers, stamps, and decorative overlays for the same contractor base.
• SureCrete Design Products: Manufacturer of decorative concrete sealers, overlays, stains, and surface preparation products sold to contractors and distributors. Direct product family overlap with ICT's sealers, overlays, and color additives.

Broad incumbents

• Sherwin-Williams: Largest US paint and coatings manufacturer with H&C and Decorative Concrete Coatings lines carrying concrete sealers and coatings. Both a major distribution channel for ICT and a direct competitor on the shelf.
• PPG Paints: Global coatings manufacturer with a decorative concrete and masonry product line sold through national retail and distribution. Overlaps ICT at the product level while also serving as a key stocking distributor.

Emerging players

• Stone Edge Surfaces: Manufacturer of concrete overlays, sealers, and resurfacing products targeting decorative concrete contractors. Smaller portfolio than ICT but with overlap in overlay systems and coating sealers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@InnovativeConcreteTechnology
• Facebookfacebook.com/innovativeconcretetechnology
• Instagraminstagram.com/innovativeconcretetechnology
• Xx.com/innovativeconc
• LinkedInlinkedin.com/company/innovativeconcrete

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Innovative Concrete Technology